AUSTRALIA’S longest running Easter festival has announced a new naming right sponsor.

The popular Bendigo Easter Festival will now be named the Bendigo Bank Bendigo Easter Festival.

City of Greater Bendigo councillor and chairman of the festival Rod Fyffe said it had been a few years since the Easter Festival has had a naming rights sponsor.

He said the Easter Festival was one of Bendigo’s biggest events and the new partnership with the Bendigo Bank was a perfect fit.

“We are thrilled they have come on board to support us,” Cr Fyffe said. “It allows us to invest more into the festival itself.

“We are looking forward to working together for a long time.”

Cr Fyffe said the sponsorship would give organisers the funding needed to make improvements to the festival.

He said it was a win-win situation for both the festival and the bank.

“It will help us to secure better quality festival entertainment and will be used to assist in the development of a new mobile phone application for iPhone and Android that features the full festival program,” Cr Fyffe said.

Bendigo Bank Regional manager Wayne Tobin said he and the bank were proud to be involved in the community festival.

“Bendigo streets come to life at Easter thanks to the many events and activities that make up this community event and the bank is proud to support such a well regarded festival,” he said.

Mr Tobin said the festival attracted people from around the state to Bendigo.

“The festival is one enjoyed not only by locals but the many thousands of visitors who come to the region for the community spirit it is famous for,” he said.